Aldi Expands Global Social Media Push With Weber Shandwick

MANCHESTER, UK--Discount supermarket chain Aldi has extended its social media programme to international markets in conjunction with retained firm Weber Shandwick.

Weber Shandwick’s Manchester office handles much of Aldi’s public relations and social media activity, helping the retailer develop and implement its Facebook presence in the UK. It is understood that the firm has now been charged with expanding that remit to the international markets in which Aldi operates, which include the US and several European countries.

“Our Facebook page has enabled us to effectively engage with consumers,” said an Aldi UK spokesperson. “This is helping to create brand understanding and appeal, and supporting sales in-store. Aldi is now working towards rolling out social media in other international markets.”

Aldi’s UK Facebook page currently offers contests and promotions. It also features the company’s popular ‘Like Brands’ TV ads, which were created by Weber Shandwick sister firm McCann Erickson.

The brand is aiming to extend this strategy to international markets, and develop an approach that includes other digital channels. Aldi's UK Twitter presence is negligible, while the feed in its home country of Germany is slightly more active.

Two companies - Aldi Nord and Aldi Sud - make up the Aldi Group, according to their geographic coverage of Germany. Aldi Sud operates in the UK, US and Australia and splits continental Europe with Aldi Nord.